10DLC Registration for Business Texting Campaigns

10DLC regulations went into effect in March 2022. However, confusion still exists about what 10DLC is and how to navigate the campaign registration process. This can partially be traced to changes in key terminology (more on that later). This post attempts to summarize the campaign registration process (as it is today) so you can confidently register your campaigns.

What is 10DLC?

The 10DLC system is one of three ways businesses can send texts. The other two, short code (5-digit numbers) and Toll-Free numbers, can only send mass texts. The benefit of 10DLC is that it supports two-way text conversations while offering higher deliverability, increased message volume, and a more trusted presence in your customers' inboxes.

As I mentioned, two key terms used in 10DLC recently changed. Here's a quick terminology update:

• Consumer Messaging: Everyday texting between people (formerly known as P2P)¹.
• Non-consumer Messaging: Texts from businesses to people (formerly known as A2P)¹. This includes marketing messages, appointment reminders, and other business communications.

Other terms you need to know are:

• Campaign: In the context of 10DLC, a campaign refers to any type of messaging sent from your business to recipients, whether for marketing, appointment reminders, or notifications. It's not limited to advertisements; even non-promotional messages are considered campaigns.
• The Campaign Registry (TRC): TCR is a central registry that connects businesses, campaign service providers (CSPs), and mobile network operators to ensure that all messaging campaigns comply with 10DLC regulations.
• Campaign Service Provider (CSP): A CSP is responsible for helping businesses register their messaging campaigns through TCR and ensuring compliance with carrier requirements.

The Campaign Registry (TCR): Your Messaging Hub

The Campaign Registry (TCR) is your gateway to 10DLC compliance. By registering your brand and campaigns, you give mobile carriers visibility into the purpose of your messages, helping to prevent your texts from being flagged as spam.

Benefits of registering with TCR:

• Improved Deliverability: Your messages are more likely to land in your customer's inbox².
• Higher Throughput Rates: Get your messages delivered faster, especially important for time-sensitive info³.
• Enhanced Security: Increased transparency helps reduce fraudulent messages, protecting both your business and your customers.

How to Register for 10DLC

Step 1: Your Business

• You are responsible for starting the process by ensuring compliance (for example, creating a privacy policy and gathering opt-ins). Fusion will provide a questionnaire that asks for basic company information and use cases and offer tips to ensure your Opt-in policy follows The Campaign Registry standards.

Step 2: Campaign Service Provider (CSP) - Fusion Connect

• You submit your campaign details to Fusion Connect as the CSP. The CSP acts as the intermediary between your business and The Campaign Registry (TCR).

Step 3: The Campaign Registry (TCR)

• The CSP submits your brand and campaign information to TCR, which reviews and approves it to ensure compliance.

Step 4: Mobile Network Operators (MNOs)

• Once approved, the Mobile Network Operators (AT&T, Verizon, T-Mobile, for example) handle the delivery of your messages.

Step 5: Message Delivery to Customers

• After approval, MNOs send messages directly to your customers' phones. Regular monitoring ensures continued compliance.

10DLC Registration Process with Fusion Connect

The registration process has 5 steps.

1. Create a Privacy Policy
   Ensure your business has a privacy policy that includes clear opt-in and opt-out instructions for text messaging. This is a required prerequisite for the registration process.
2. Partner with Fusion Connect (Your CSP)
   Submit your registration information to Fusion Connect. As your Campaign Service Provider (CSP), Fusion Connect will register your brand and campaigns with The Campaign Registry (TCR).
3. Fill Out the Registration Form
   Work with Fusion Connect to complete the brand registration form and campaign-specific forms. This includes details on your messaging use cases, sample messages, and opt-in/opt-out language.
4. Submit Your Campaign Details
   Provide specific descriptions for your campaigns (for example, appointment reminders and marketing texts). Fusion Connect will review the details for compliance and submit the necessary information to TCR for approval.
5. Ongoing Monitoring and Renewal
   Once approved, your campaigns are set to automatically renew every 30 days by default. Regularly monitor your campaign performance to ensure compliance with 10DLC regulations and avoid disruptions or fines.

10DLC Compliance Checklist

Here is a helpful guide to the information you will need when registering for 10DLC compliance for your business texting campaigns:

Privacy Policy

Create a privacy policy with clear opt-in/opt-out details
Post it on your website and include a link in the initial messages

Website Preparation

Ensure your website is secure (HTTPS) and has no broken links
Match your brand name on the website to your registration info
Add opt-in disclosures to forms collecting phone numbers

Opt-in/Opt-out Procedures

Set up a process for obtaining and documenting consent
Create compliant opt-in, opt-out, and help messages, including:

• Brand name
• Message frequency
• Opt-out instructions
• "Msg & data rates may apply" disclaimer

Prepare sample messages for each use case

Business & Use Case Information

Gather business details (legal name, EIN/Tax ID, etc.)
Document all messaging use cases and create descriptions for each campaign

Consent & Monitoring

Implement a system to maintain proof of opt-in records
Develop a plan to review campaign performance and compliance regularly

Partner with a CSP

Choose a reputable Campaign Service Provider (CSP) like Fusion Connect
Work with your CSP to register your brand and campaigns with The Campaign Registry (TCR)

Examples from the Campaign Registration Form

• Opt-In Message: "Thank you for opting in to receive text messages from [Company]. You can reply STOP at any time to opt out."
• Opt-Out Message: "You have unsubscribed from [Company]. If you change your mind, reply YES to opt-in again."
• Help Message: "Reply HELP for assistance with managing your messaging preferences."

Register Your Campaigns with Specific Descriptions
When registering your campaigns, aim for specific descriptions to explain the nature of your texts but flexible enough to avoid needing to re-register frequently.

Example Campaign Description
"Job alerts sent to opted-in candidates, including job openings, company news, and updates about hiring processes. Opt-in and opt-out will be offered at every touchpoint."

Secure Proper Opt-Ins
Before you send any messages, ensure you have explicit consent from your recipients to receive your texts. This could be through an online form, a text keyword response, or even a verbal agreement during a phone call.

Make Opting Out Easy
Give your customers a simple way to unsubscribe from your messages, such as replying with "STOP" or "UNSUBSCRIBE."

Monitoring Your Campaigns and Message Volume

Ongoing monitoring is key to staying compliant and avoiding disruptions. Here's what to keep in mind:

• Manage Message Volume: High volumes of outbound messages without sufficient replies can trigger spam filters. Ensure a good balance between your messages and customer engagement⁴.
• Audit Your Campaigns Regularly: Schedule regular reviews of your campaigns to ensure they remain compliant, especially as your messaging strategy evolves.

Examples of Blocked Messages

Here are a few examples of how businesses have had their messages blocked due to non-compliance. If they had registered, these would not have been blocked:

• A temp agency was sending texts to people about job openings. They sent the texts one at a time and to specific people, but they sent a lot of them, which got them blocked.
• A high school was texting the same message to a large number of internal employees in a single blast.
• An accounting firm sent appointment reminders to specific people during tax season, but repeatedly (more than one message to the same person about the same appointment) and continuously.

The Cost of Non-Compliance with 10DLC

T-Mobile has taken the lead in implementing a tiered system of fines for non-compliant messaging as of January 1, 2024. Each violation represents a single message sent to a single recipient. This means that sending a non-compliant message to multiple recipients can quickly result in a substantial accumulation of fines. ⁶

Here's a breakdown of the fine tiers as they are today:

• Tier 1 ($2,000): For phishing, smishing⁷, and social engineering
• Tier 2 ($1,000): For illegal content
• Tier 3 ($500): For other violations, including SHAFT (Sex, Hate, Alcohol, Firearms, and Tobacco)

These fines apply to businesses using SMS or MMS short codes, toll-free numbers, and 10DLC to send messages on the T-Mobile network. T-Mobile reserves the right to permanently suspend brands, campaigns, and a company's access to their network if violations are deemed excessive. These penalties can significantly impact your business's finances, reputation, and ability to reach customers.

Important Note: While T-Mobile has implemented specific fines, right now other carriers (like AT&T and Verizon) are primarily focusing on throttling, blocking, and increasing fees for unregistered messages rather than imposing direct fines. However, the landscape is evolving, and carriers may introduce or modify their penalties in the future.

Campaign Expiration and Renewal

Campaigns typically expire after one month, but they are set to auto-renew by default. Keep your payment information and campaign details updated to avoid interruptions in your messaging flow.

Campaigns typically expire after one month, but they are set to auto-renew by default.

Best Practices for Managing Multiple 10DLC Campaigns

• Consolidate Campaigns: Combine similar campaigns to simplify management.
• Set Alerts: Use reminders to stay on top of campaign renewals and review compliance regularly⁴.

10DLC Campaign Fees

When registering for 10DLC, keep in mind that there are associated fees. Today, these are:

• Brand Registration Fee: $10
• Campaign Registration Fee: $15³.

Fusion Connect: Your 10DLC Partner

10DLC compliance is essential for any business using SMS/MMS. By registering with TCR you can ensure your messages get delivered, build trust with your customers, and avoid costly penalties-so you can keep texting effectively.

Contact Fusion Connect today to learn how we can help you integrate SMS/MMS into your Microsoft Teams or Cisco Webex environment today.

Speak with Our Experts

We can help you get more out of your communications systems. Ask us how!

Sources:

1. CTIA Messaging Principles and Best Practices, pg. 20-21, https://api.ctia.org/wp-content/uploads/2023/05/230523-CTIA-Messaging-Principles-and-Best-Practices-FINAL.pdf
2. CTIA Messaging Principles and Best Practices, pg. 5-6, https://api.ctia.org/wp-content/uploads/2023/05/230523-CTIA-Messaging-Principles-and-Best-Practices-FINAL.pdf
3. Fusion Connect feedback
4. A2P Registration Form, https://www.campaignregistry.com/resources
5. CTIA Messaging Principles and Best Practices, pg. 10-11, https://api.ctia.org/wp-content/uploads/2023/05/230523-CTIA-Messaging-Principles-and-Best-Practices-FINAL.pdf
6. T-Mobile Code of Conduct, 5.2 Disallowed Content, https://www.t-mobile.com/support/public-files/attachments/T-Mobile%20Code%20of%20Conduct.pdf
7. What is Smishing? Smishing (a concatenation of "SMS" and "phishing") uses fraudulent text messages to manipulate victims into divulging sensitive information.

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